First Choice is a leading European leisure travel company, encompassing more than 50 brands and 7 million customers. Its CRM objective is to streamline communications to obtain a single, consistent view of customers. Previously, each brand operated autonomously, without maximizing the chance to increase sales through cross-brand campaigns.

"As part of our commitment to change from a brand-centric to customer-centric organization, we looked for a CRM solution that would help us achieve our goal and [have] the flexibility to grow with us," said Claire Wilson, head of CRM at First Choice. "We needed to understand our customers' needs in order to enhance customer loyalty."

Phase one of the project went live in December, involving the centralization of all customer data and reducing operational costs by bringing all outsourced, data warehousing and marketing activities back in-house.

Phase one also focused on shop segmentation and retail outlet performance. Analysis of shop location, customer profiling and transactional history will let First Choice better target brochure requirements.

First Choice is considering further phases to provide Web personalization and leverage customer information across the call center network.